The Triumph of Substance: Decoding the “Functional Infotainment” Model for Sex Education on Douyin

Objective: In the digital age, short-video platforms are key channels for adolescents’ sex education, yet content strategies and their effects remain unclear. This study analyzes Douyin using an integrated source–content–effect framework, identifies infotainment strategies by creator type, and examines their impact on interaction and topic engagement. Methods: Quantitative content analysis of 465 sex-education videos. Content was coded on informational and entertainment value. Four information–entertainment combinations were tested. Engagement outcomes (likes, comments, favorites, shares) were modeled with negative binomial regression; the likelihood that comments were sex-education–related was modeled with logistic regression. Creator type (medical professionals vs. individual creators) entered as a covariate. Results: A functional-infotainment pattern emerged. High information–high entertainment performed best across all interaction metrics. Low information–high entertainment (pure entertainment) performed worst, significantly suppressing deeper engagement and topical discussion. Medical professionals emphasized medicalized, low-risk knowledge; individual creators covered more diverse topics yet likewise avoided sensitive issues. Conclusions: Under algorithmic incentives and cultural norms, Douyin’s sex-education content is not entertainment-first. Dissemination is driven by information-rich content delivered through a functional-infotainment model. Findings refine infotainment theory and offer data-driven guidance: prioritize informational value while pairing it with engaging forms (creators), support high-information content and proactive governance (platforms), and inform education policy.